Abstract:

In the paper I will describe the theories behind and the techniques of the market map, but the presentation of the technique (simple as it is) is not in itself the reason for writing this paper. The interesting point is that the market map is based upon individual human response and thus segments the population into groups with identical individual response functions with regard to the purchase of the product of interest. I hope to show that the line of reasoning that I will follow can ultimately lead to better understanding of how advertising works than can the traditional way of looking at average responses in a target group defined by demography.